Should you keep your website on the payroll? If you’re taking the time to read this then you probably don’t have to be convinced that your company’s lazy website needs a kick in the rear end. You probably also realize that this lazy “employee” may be costing you big money each month in lost sales […]
Web Design and Development
There was a time when a California business could effectively compete online by simply building a cheap website and then waiting for the phones to start ringing. Those days are over, but the good news is that the rewards for competing successfully online are greater now than ever before!
Good web design offers many advantages that help even the smallest businesses succeed against the largest competitors. But good design doesn’t just happen. It requires time, patience, and the skill of a trusted web designer to achieve the intended marketing objectives.
Good web design reduces the chances for error when marketing your business online.
The margin for error with your website gets smaller as your business becomes more dependent on the Internet to reach new customers and compete successfully. Businesses can no longer afford to simply “build it and forget it” in hopes of attracting a random visitor to the site. Instead, the website must be able to tell the company’s story to a target audience in a way that leads online users to become profitable customers.
Good web design doesn’t stand alone in the online marketing mix.
Good web design complements all other marketing efforts so that the company’s message is consistent with each exposure. Traditional advertising leads customers to the website where they can become more engaged with the company and its products. The higher the degree of engagement the greater the chance of a profitable conversion.
Understanding how to integrate the website – along with social networking, offline advertising, pay-per-click advertising, and search engine marketing — requires a high degree of expertise and experience. With access to those skills a business can expect to see a growing portion of their business being generated from online marketing.
Good web design is more than a just pretty face.
Businesses frequently make the mistake of paying for beautiful websites at the expense of more practical website elements that are more likely to generate revenue for the company. Every single element of a website must make a positive contribution to the company’s bottom line. After all, if a flashy website fails to justify its cost then what’s the point of having a website at all?
Good web design is synonymous with good usability – not a web designer’s awkward or clumsy “vision”.
Good web design should remove the question marks from an online users mind when they land on a business website. Fonts should be large enough to read, menus should be where the user expects them to be, and flashy animation should never distract from the marketing message. Information on a page should be clear, concise, and relevant to the topic.
Websites should be built for customers to use. When customers use a website a revenue-producing transaction is more likely to occur. What businesses don’t want is some web designer’s abstract sense of “what’s best for the customer”.
Search engines want useable websites, too.
The true value of any website comes down to whether it can be easily “crawled” and indexed by search engines and then later found by online users. If search engines cannot find and index a site because it lacks order and logical flow, chances are customers won’t find it either. When customers can’t find a site because it hasn’t been indexed they will naturally go elsewhere (usually to a competitor’s site) until they find the information they’re looking for.
The most valuable information in the world to a customer is useless unless he or she can actually find it. How customers find information online is made possible by sophisticated search engines that rely on relevant, well-structured information that can be served up to the customer exactly when it’s needed. See Search Engine Marketing for information about these services.